Lynk & Co, Amsterdam
Rokin 75, 1012 KL Amsterdam, Netherlands
Automotive brand Lynk & Co has opened its first ever physical retail location in Amsterdam. Dubbed, The Club it turns traditional car dealerships on its head, and instead a hard-sell showroom, it offers a creative space to share ideas, sign up for memberships and experience the world of Lynk & Co.
The automotive brand and its game-changing retail model was born out of a joint venture between the Chinese Geely Auto Group and Volvo of Sweden. Looking at current trends, they recognised consumer demand for more experiences and alongside their desire to follow their values of living more sustainably. While consumers still love to drive a car, many are less interested in ownership. Lynk & Co’s month-to-month membership model allows customers to have access to a car on their terms, using a simple pricing structure, whether they want it for half an hour, 15 days or 15 months.
With an already thriving car-share scheme, Amsterdam seemed the perfect city to use as a testbed for the concept. Club membership is free and the club provides a space that allows members to have access to cool activities and things in their neighbourhood, such as music festivals, artists, art galleries and product drops, from like-minded people and brands that reflect Lynk & Co’s ethical and sustainable values, which in turn will attract and build a community of like-minded people who will enjoy the space and buy into their brand.
Much of the historic building is preserved and renovations done using mainly natural materials and a small quantity of recycled plastic. Fixtures made of recycled newspapers and crushed, compacted cars it has a monochrome brutalist feel, with pockets of colour and elements of humour for customers to discover behind closed doors.
Opening during the lockdown, club does however face challenges as lockdowns and restrictions on both travel and numbers of people gathering in any one space, will mean that the brand will have to allow a little longer to measure the success of their model.